| The combination between Television and sports started back up to July 19, 1958, when the Beijing TV station broadcasted the basketball match between Bayi and Beijing, which was the first live match in china. As time goes by, the sports television development is becoming more and more specific, and the situation shows as:CCTV-5 as the first group; Beijing, Shanghai and Guangzhou as the second group; other local sports channels become the last group, as they don't have enough resources, nor good location and economic foundations. Some local sports channels were even canceled.In order to develop and work out a way to continue the local sports TV broadcasting, some local sports channels decided to fund the China Sports Programs Network. The network started broadcasting from January 1,2008, and has been reporting several grand sports events including European League,2008 Olympic Games, National Sports Meetings, etc.This paper is based on the research on the history background of the network, the operation system and the audience needs, using the Needs and fulfilling theory to analyze the development strategy for CSPN. After the research and analysis, the following conclusions are reached.Firstly, the operation of CSPN could not break the traditional system of China's television, and the member stations have different opinions during the cooperation. Real market-orientation system should be brought in to the system.Secondly, the programs in the network didn't show enough specialization and characteristic. The network should establish more unique programs to abstract more audience.Thirdly, the management in the commercial marketing was not strict enough, so that the member channels were going against the original agreement too much, which influenced the cooperation a lot. Further and strict regulations should be made; higher and same standards should be established. So that more manufactures and products would put commercial on the network. |
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